Lynx Australia: The World's First Invisible Ad

Consumers turn voyeurs.

Published on May 21, 2012

Editor's Pick

Launching its Anarchy for Him and Her brands in Australia, Lynx (Axe) created an ambient campaign that could only be seen by those wearing special polarized sunglasses. LED screens were placed in the windows of a terraced house in Sydney, showing videos that included couples in steamy embraces, bizarre swimming dogs and more. However, the videos could only be seen when wearing the sunglasses, which were handed out to the brand's target audience of young partygoers. The campaign was devised by digital agency Soap Creative.